Organiser Media 10 has reported that Best of British, the exhibition of UK brands in Shanghai, attracted more than 18,500 Chinese trade and public visitors. The event on 19-22 October also helped VIP guests to connect, learn, and strengthen partnerships between China and the UK.
The inaugural show also laid solid foundations for its next appearance in Shanghai in 2018. Media 10 has confirmed that Best of British 2018 will take place from 18-21 October 2018 at the Shanghai Exhibition Centre.
The timing of the show coincided with Xi Jingping’s announcement at the 19th National Communist Congress in Beijing that China was continuing to focus on “opening up” for business across the world.
Best of British became a key platform for promoting exchange between China and the UK, introducing more British brands into the China market and strengthening Chinese consumer understanding of offerings from the UK.
With trade and VIP visitors forming the core of the weekday exhibition, buyers visited Best of British to discover new products to introduce into the Chinese market.
Media 10 said that around 30 per cent of trade visits led to potential new business, with the 50 exhibitors new to China estimating £4.9 million of projected sales to be generated in the 12 months following the exhibition.
The event also provided visitors an array of interactive, themed features to further engage visitors with the British culture, fashion, design, and food to indulge in an immersive experience of British life.
The debut event Best of British in Shanghai was supported by the GREAT Campaign, the British Consulate-General Shanghai, the Department for Environment, Food and Rural Affairs (DEFRA), and the Department for International Trade (DIT).
In the inaugural event Media 10 also teamed up with British Airways, Royal Salute, Royal Mail, The London Luxury Quarter, Hayman’s Gin, and Weetabix.